The Warehouse launches new Christmas campaign in New Zealand

The Warehouse and TBWA\New Zealand have launched an integrated marketing campaign centered on the brand platform ‘This is Warehouse Country’. The campaign aims to celebrate authentic Kiwi Christmas traditions, rituals, and realities.

Through four distinct executions, the campaign utilizes relatable vignettes to depict common festive experiences, such as the frantic collection of gifts, the chaos of unwrapping presents, last-minute shopping trips, and moments of relaxation for hosts. The creative direction focuses on familiarity and warmth, aiming to reflect real-life holiday experiences rather than idealized versions.

Frankie Coutler, Chief Marketing Officer of The Warehouse Group, stated that the campaign captures real moments that friends and whānau will relate to. The initiative builds on the brand platform launched in August to reinforce the retailer's long-standing presence in New Zealand households.